Light Dependent Billboard
Range Rover
Issue 57 | December 2020
Agency
Hello
Creative Team
Executive Creative Director: Gary McCreadie Creative Director: Damon O’Leary Creatives: David Amman, Guy Trengrove
Production Team
Design: Charles Bloomfield
Other Credits
Managing Director: James Polhill General Manager: Ngaio McCreadie Account Manager: Nick Polhill
Date
October 2020
Background
The idea is a simple reminder to all drivers to check their lights are on, along with a cheeky nod to the brand’s strong British heritage.
Idea
Land Rover, Hello and LUMO launched a light-dependent digital billboard campaign with a focus on motorist safety.
Leveraging a real-time open weather application programming interface (API) to track the sun’s movement, the digital billboards spring into activity at twilight every day, as the light changes and motorists run a higher risk of crashing.
New research from The University of Auckland suggests daylight savings is linked to an increase in motor vehicle accidents.
The data suggests 5pm-7pm is a recurring peak for crashes, with 21 percent of all crashed resulting in injury when the driver didn’t see the other party.